The applicant requested 24 variances for facade signs at 16 businesses, primarily to allow larger signs than permitted by municipal ordinance. The need for variances arose from a zoning regulation stipulating that sign sizes should be proportional to the storefronts. This regulatory stipulation led to discussions on whether the shopping center’s unique layout justified deviations from standard signage rules. The board scrutinized the rationale behind the variances, focusing on the balance between maintaining aesthetic continuity and meeting business visibility needs.

Central to the discussions were the directory and identification signs, which required additional variances. The proposed directory signs exceeded size and height limitations, necessitating a robust justification for their approval. The board debated the necessity of these larger signs for improving vehicular traffic visibility, contrasting with existing pedestrian-focused signage. The applicant proposed a new illuminated identification sign along Harrison Street, which would feature retailer names—a departure from current ordinances that prohibit such illumination.

A significant portion of the meeting was dedicated to the material and design of the signage. The board examined a new “day night acrylic” material, which offers enhanced visibility and aesthetic appeal by appearing black during the day and glowing at night. However, concerns were raised about the potential for glare and reflectiveness. The board emphasized the importance of ensuring that the signs not only met ordinance requirements but also contributed positively to the shopping center’s overall visual environment.

Traffic flow and safety were recurring themes, particularly regarding the signage’s impact on navigation within the shopping center. Some board members expressed concerns about the directional signs’ alignment and clarity, highlighting the need for improvements to guide visitors effectively. The board discussed potential adjustments to sign placement and design to prevent traffic confusion and enhance safety for both drivers and pedestrians.

The board considered bifurcating the approval process. This approach aimed to expedite the signage project while addressing the complexities related to the illuminated and directory signs. The board noted the importance of expert input to ensure that the proposed signage met the needs of the shopping center and adhered to safety and aesthetic standards.

However, some members expressed discomfort with the implications of granting variances that deviated from existing zoning regulations, particularly concerning the height and placement of directory signs.

A notable aspect of the meeting was the consideration of how the signage application fit within a broader municipal study aimed at consolidating and modernizing signage practices. The board acknowledged the potential influence of this study on future decisions but emphasized the need to address the immediate signage requirements of the shopping center to ensure business viability and community benefit.